Tutorial on Audio Visual Media Accessibility
(New Delhi, India, 14-15 March 2012)
3b. Media Stakeholders and Interests
Peter Olaf LOOMS
Chairman ITU-T FG AVA
polooms@gmail.com
© Peter Olaf Looms 2012
1
Check list
Target Groups
Incentives, Sanctions
Stakeholders
Business Models
Access Options
Costs
© Peter Olaf Looms 2012
Proposed Approach
Work Flows & Resources
2
Check list
Target Groups
Incentives, Sanctions
Stakeholders
Business Models
Access Options
Costs
© Peter Olaf Looms 2012
Proposed Approach
Work Flows & Resources
3
Check list
Target Groups
Incentives, Sanctions
Stakeholders
Business Models
Access Options
Costs
© Peter Olaf Looms 2012
Proposed Approach
Work Flows & Resources
4
Check list
Target Groups
√
Incentives, Sanctions
Stakeholders
√
Business Models
Access Options
Costs
© Peter Olaf Looms 2012
Proposed Approach
Work Flows & Resources
5
Check list
Target Groups
√
Incentives, Sanctions
Stakeholders
√
Business Models
Access Options
Costs
© Peter Olaf Looms 2012
Proposed Approach
Work Flows & Resources
6
Content
What does this tutorial cover?
Value Chains & Stakeholders
A multi-stakeholder approach
© Peter Olaf Looms 2012
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Outcomes
What will I be able to do?
Answer some of these questions:
Who are the main stakeholders in TV?
(free-to-air, Pay TV, IPTV)
What interests are at stake?
Who are the main stakeholders in
social media and mobile?
© Peter Olaf Looms 2012
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Stakeholders
Creating value
© Peter Olaf Looms 2012
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Stakeholders
Where does the money come from?
© Peter Olaf Looms 2012
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Stakeholders
Where does the money come from?
© Peter Olaf Looms 2012
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Stakeholders
Where does the money come from?
1
4
2
3
a
b
© Peter Olaf Looms 2012
c
d
e
f
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Activity 7 ”American Idol”
– stakeholders and their interests
Instructions
Work in pairs
Discuss the six stakeholders and in
which of the 4 categories they go.
© Peter Olaf Looms 2012
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Stakeholders and their interests
Subtitles as an example
© Peter Olaf Looms 2012
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Stakeholders and their interests
What is “quality”?
© Peter Olaf Looms 2012
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Stakeholders and their interests
Subtitles as an example
© Peter Olaf Looms 2012
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Key terms
Source
© Peter Olaf Looms 2012
User
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Key terms
Quality of service
- factors that influence the TV service
end to end (e2e) from source to
user’s device
© Peter Olaf Looms 2012
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Key terms
Quality of experience
- factors that influence the extent to which
the user can use, benefit from and enjoy
the service.
© Peter Olaf Looms 2012
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Stakeholders and their interests
Viewers and subtitles
Deaf viewer:
Production
TV channel
TV service
Contribution
Viewers have
different needs
that are not
always
reconcilable
© Peter Olaf Looms 2012
Transmission
I need the subtitle
timing to be precise
Reception
Use to
because
I am trying
lipread.
Viewers
Elderly viewer:
I need the subtitles
because they mumble!
Viewer with hearing
loss:
I want to know
what they are saying
and get the best out of
my hearing aid
Viewer after brain
hæmorrhage:
I need the subtitles
to help me understand
what I hear
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Stakeholders and their interests
Disability NGOs and subtitles
Production
Production
of TV
programme
TV channel
Aggregation
of
programmes,
into
TV channel
© Peter Olaf Looms 2012
TV service
Aggregation
of
TV
channels
into
TV
service
Contribution
Transmission
Reception
Use
Viewers
RNID:
TV
25%Distribution
of potential users
Contribution
receiver
of service todo
ofnot
service
via
benefit
from
and
transmission
transmission
live subtitles because
of
decoder
network
network
the delay
TV
programmes
21
Stakeholders and their interests
University research and subtitles
Production
Production
of TV
programme
TV channel
Aggregation
of
programmes,
into
TV channel
© Peter Olaf Looms 2012
TV service
Contribution
Transmission
Reception
Use
Viewers
Aggregation
of
TV
Contribution Universities:
Distribution
TV
TV
receiver
We
use to
an of
evidence-based
approach
of
service
service via
programmes
channels
and
transmission
totransmission
find out what
works and decoder
what doesn’t.
into
network
network
Our
findings
are
sometimes
counterTV
intuitive.
service
22
Stakeholders and their interests
Consumer electronics and subtitles
Production
Production
of TV
programme
TV channel
TV service
Contribution
Transmission
Reception
Aggregation
Aggregation
of
TV
Contribution Distribution
of Consumer
TV Electronics Manufacturers:receiver
service to situation
of service via
We want aof Win-Win
programmes,
channels
and
transmission
- to be ableinto
to make money fortransmission
our shareholders
into
decoder
network
network
TV channel
TV
and contribute
to TV
accessibility
with sets
service access services like subtitles
that deliver
© Peter Olaf Looms 2012
Use
Viewers
TV
programmes
23
Stakeholders and their interests
Pay TV and subtitles
Production
Production
of TV
programme
TV channel
Aggregation
of
programmes,
into
TV channel
© Peter Olaf Looms 2012
TV service
Aggregation
of
TV
channels
into
TV
service
Contribution
Contribution
of service to
transmission
network
Transmission
Reception
Use
Viewer
Pay TV
operators:
We have statutory requirements to meet.
But TV accessibility in a mature market
can help us reduce churn
by keeping our
TV customers happy.
Distribution
TV
So
investing
in
accessibility
costs money
receiver
of service via
programmes
and
but it also pays for itself.
transmission
We
can movedecoder
fast because we control
network
the value chain.
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Stakeholders and their interests
Free-to-air TV and subtitles
Production
TV channel
TV service
Contribution
Transmission
Free-to-air TV:
We have statutory requirements to meet.
We do not control the value chain because viewers
can buy their own receivers.
We cannot move fast because we have to rely on
standards and consensus
with the free-to-air
Aggregation
stakeholders
Aggregation
of
Production
of TV
programme
of
programmes,
into
TV channel
© Peter Olaf Looms 2012
TV
channels
into
TV
service
Contribution Distribution
of service to of service via
transmission transmission
network
network
Reception
Use
TV
receiver
and
decoder
TV
programmes
Viewer
25
Stakeholders and their interests
Public service broadcasters
Production
Production
of TV
programme
TV channel
Aggregation
of
programmes,
into
TV channel
© Peter Olaf Looms 2012
TV service
Aggregation
of
TV
channels
into
TV
service
Contribution
Transmission
Reception
Use
Viewer
Public
service broadcasters:
We have statutory requirements to provide
English subtitles on all UK channels.
Accessibility is part of our commitment
to digitalTV
media literacy.
Contribution
Distribution
The challenge is to deliver
subtitlesTV
via broadcast and
receiver
of service to of service via
programmes
on-demand
systems
like
i-Player
and
transmission transmission
(more
than 50decoder
networks and devices).
network
network
Accessibility accounts for 1-2% of our
production budgets.
26
Stakeholders and their interests
Commercial broadcasters
Production
Production
of TV
programme
TV channel
Aggregation
of
programmes,
into
TV channel
© Peter Olaf Looms 2012
TV service
Aggregation
of
TV
channels
into
TV
service
Contribution
Transmission
Reception
Use
Viewer
Commercial broadcasters:
We have an obligation to our shareholders.
As a small player, we have to provide same language
subtitles in English-speaking markets and
TVin specific national markets
foreign
subtitles
Contribution language
Distribution
TV
receiver
which
are paid
of service to
of service
via for via the Pay TV operator.
programmes
and
Same-language
subtitles are doable if we’re given time.
transmission
transmission
networkIf not,network
they woulddecoder
account for 10% or more
of our production budgets.
27
Stakeholders and their interests
TV production
Production
Production
of TV
programme
TV channel
Aggregation
of
programmes,
into
TV channel
© Peter Olaf Looms 2012
TV service
Aggregation
of
TV
channels
into
TV
service
Contribution
Transmission
Contribution Distribution
of service to of service via
transmission transmission
network
network
Reception
Use
TV
receiver
and
decoder
TV
programmes
Viewer
28
Stakeholders and their interests
TV production - not just content!
Production
Production
of TV
programme
Production
of access
service
Production
of
metadata
TV channel
Contribution
Transmission
Reception
Usability - end2end
Aggregation
of
programmes,
access
services and
metadata
into
TV channel;
playout
of TV
channel
© Peter Olaf Looms 2012
TV service
Aggregation
of
TV
channels
into
TV
service
TV
receiver
and
decoder
Contribution Distribution
of service to of service via
transmission transmission
network
network
Use
Viewer
TV
programmes
TV
display
device
(vision +
audio)
Access
services
Remote
Control
Device
Information
about TV
and
access
services
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Stakeholders and their interests
TV production - subtitles, too
Production
Production
of TV
programme
TV channel
Aggregation
of
programmes,
access
services and
metadata
into
TV channel;
playout
of TV
channel
TV service
Aggregation
of
TV
channels
into
TV
service
Contribution
Transmission
Reception
TV
receiver
and
decoder
Use
TV
programmes
Production
of access
service
TV
display
device
(vision +
audio)
Accessibility-end2end
Access
services
Production
of
metadata
Remote
Control
Device
Information
about TV
and
access
services
© Peter Olaf Looms 2012
Contribution Distribution
of service to of service via
transmission transmission
network
network
Viewer
30
Stakeholders and their interests
Also information about TV!
Production
Production
of TV
programme
Production
of access
service
Production
of
metadata
TV channel
Aggregation
of
programmes,
access
services and
metadata
into
TV channel;
playout
of TV
channel
TV service
Aggregation
of
TV
channels
into
TV
service
Contribution
Transmission
Reception
TV
receiver
and
decoder
Contribution Distribution
of service to of service via
transmission transmission
network
network
Viewer
TV
programmes
TV
display
device
(vision +
audio)
Access
services
Remote
Control
Device
Information
about TV
and
access
services
Awareness - end2end
© Peter Olaf Looms 2012
Use
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Stakeholders and their interests
The impact of legislation
Production
Production
of TV
programme
Production
of access
service
Production
of
metadata
TV channel
Aggregation
of
programmes,
access
services and
metadata
into
TV channel;
playout
of TV
channel
TV service
Aggregation
of
TV
channels
into
TV
service
Contribution
© Peter Olaf Looms 2012
Reception
TV
receiver
and
decoder
Contribution Distribution
of service to of service via
transmission transmission
network
network
OFCOM+ATVOD
regulators
Transmission
Use
Viewer
TV
programmes
TV
display
device
(vision +
audio)
Access
services
Remote
Control
Device
Information
about TV
and
access
services
UK Communications
Act
Requirements for up to 100%
subtitling on major channels with
public service obligations
32
Stakeholders and their interests
The impact of directives, conventions
Production
Production
of TV
programme
Production
of access
service
Production
of
metadata
TV channel
Aggregation
of
programmes,
access
services and
metadata
into
TV channel;
playout
of TV
channel
TV service
Aggregation
of
TV
channels
into
TV
service
Contribution
Reception
TV
receiver
and
decoder
Contribution Distribution
of service to of service via
transmission transmission
network
network
UK Government
© Peter Olaf Looms 2012
Transmission
Use
Viewer
TV
programmes
TV
display
device
(vision +
audio)
Access
services
Remote
Control
Device
Information
about TV
and
access
services
an Union
Europe
AVMS directive
Nations
United
CRPD
33
Stakeholders and their interests
The impact of standards
Production
TV channel
Production
of TV
programme
Production
of access
service
Production
of
metadata
Aggregation
of
programmes,
access
services and
metadata
into
TV channel;
playout
of TV
channel
TV service
Aggregation
of
TV
channels
into
TV
service
Contribution
Transmission
Reception
TV
receiver
and
decoder
Contribution Distribution
of service to of service via
transmission transmission
network
network
Viewer
TV
programmes
TV
display
device
(vision +
audio)
Access
services
Remote
Control
Device
Information
about TV
and
access
services
interoperability through
DVB standards
© Peter Olaf Looms 2012
Use
34
Stakeholders and their interests
The impact of standards
Production
Production
of TV
programme
Production
of access
service
Production
of
metadata
TV channel
Aggregation
of
programmes,
access
services and
metadata
into
TV channel;
playout
of TV
channel
TV service
Aggregation
of
TV
channels
into
TV
service
Contribution
Transmission
Reception
TV
receiver
and
decoder
Contribution Distribution
of service to of service via
transmission transmission
network
network
Use
TV
programmes
TV
display
device
(vision +
audio)
Access
services
Remote
Control
Device
Information
about TV
and
access
services
interoperability through
DVB & operator requirements
© Peter Olaf Looms 2012
Viewer
35
Stakeholders and their interests
So what is “quality”?
© Peter Olaf Looms 2012
36
Activity 8 Accessible media
stakeholders in India
Instructions
Work in groups.
Select one of the following media
Identify the main stakeholders in the
value chain, including those who
contribute to media accessibility.
Bharti Airtel
Doordarshan
© Peter
Olaf Looms 2012
(DD)
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Activity 8 Accessible media
stakeholders in India
Production
Aggregation
Distribution
Device
Use
Use
Content
Service
Access
services
Information
about
services
© Peter Olaf Looms 2012
38
Activity 8 Accessible media
stakeholders in India
What are your conclusions?
What points are worth noting?
© Peter Olaf Looms 2012
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Outcomes
What should I now be able to do?
Answer some of these questions:
Who are the main stakeholders in TV?
(free-to-air, Pay TV, IPTV)
What interests are at stake?
Who are the main stakeholders in
social media and mobile?
© Peter Olaf Looms 2012
40
Reading
The approach and its prerequisites
(Who needs to do what so that the
viewer can see television programmes
with access services? (chapter 4)
What additions or changes are required
by key stakeholders in the value
network?
© Peter Olaf Looms 2012
41